Optimizing Yandex Direct Advertising: TOP 6 Tools

Modern businesses actively use Yandex Direct advertising as one of the most effective and efficient ways to attract target audiences to website pages, social networks and other platforms. However, practice shows that launching ads alone is not enough. Their work must be constantly monitored, their effectiveness must be analyzed, and certain adjustments must be made literally in real time in order to improve their performance. That is, only by constantly monitoring and optimizing each stage of the advertising campaign in Yandex.Direct will it be possible to obtain maximum efficiency both from the efforts of the managers themselves and from the invested funds.

There is a lot of work ahead. It will require a lot of time and effort from the performers. But all this can be significantly simplified and accelerated by using additional tools. In particular, the modern market offers many solutions designed to simplify the work of a modern marketer, significantly save time and increase the payback of traffic at each stage of the advertising campaign. With their help, you can automate the process of collecting and analyzing data, significantly reducing manual work.

In today's review, we will carefully consider 6 of the most popular and in-demand tools for optimizing advertising in Yandex.Direct. We will get acquainted with their functionality, availability and cost, for those who will benefit from using each option in practice. We will also provide a number of additional recommendations aimed at increasing the efficiency of the upcoming work. This information will allow you to get acquainted with reliable and proven modern tools that each of you can use when launching and monitoring advertising campaigns in Yandex.Direct.

Hypersegmentation

The very principle of Hypersegmentation involves substituting content on the site when the user goes to it from an advertisement. It is clear that if a person clicks on a particular link, then after the transition he expects to see the answer to his question. If the content on the page does not meet his request, then the person will simply close the site and go looking for an alternative. With a high degree of probability, these will be your direct competitors. You can avoid this and ensure that the necessary information is displayed on the site in 2 ways:

1. Create separate landing pages for each audience segment. In this case, you will need to create a portrait of your target buyers and prepare relevant materials for each category. This is a really reliable and proven way to meet the expectations of a potential buyer and initially interest him, stimulate him to get to know the brand in more detail. And everything would be great if it were not for the complexity of implementation. It will take a lot of time, effort and money to prepare a large number of landing pages. Only representatives of large businesses will be able to afford this, while small and medium-sized entrepreneurs most likely will not be able to handle such a material burden.
2. Use Hypersegmentation. Here we are already talking about setting up dynamic content substitution. This solution will allow you to personalize your site for the requests of representatives of different audiences with minimal investment of time, effort and money, focusing on their requests and interests. By the way, this technology is also the basis of dynamic remarketing — technologies that are actively used by modern marketers to re-engage customers who have already interacted with a business. Let's say you sell products for children. A customer looking for toys for toddlers will see an ad with promotions and will be redirected directly to the product catalog with these products. But the person who would like to buy toys for a boy aged 6-8 will interact with a completely different ad and page.

We would like to draw your attention to the fact that Hyperpigmentation involves the substitution of not only text content, but also images, videos, and links. The convenient thing about its implementation is that it does not require any programming skills. The service interface itself is quite simple and intuitive. So, you need to create one landing page, segment your target audience, and set up the substitution by adding the appropriate link materials for each segment. As a result, you get a large number of similar pages, but adapted to the request of each segment.

You can use this technique when working on both single-page sites and in fairly large online stores. Let us repeat that all this can be implemented even without basic programming skills. By the way, it would be impossible to do without them when manually developing several pages.

Hypersegmentation is a free-to-use tool with a Russian-language interface, which makes it even more valuable for modern users. It can be used in practice by marketers working to increase website conversion, as well as directly by business representatives working with a wide audience, that is, where the work is focused on different segments of buyers, the text that is searched for by different products or services.

We would like to draw your attention to the fact that Hypersegmentation has an analogue - the English-language service Personyze. It provides 2 tariff plans: free and paid. In the first case, there are restrictions on the number of domains and views. The unlimited tariff will cost users at least $250 per month of use. Only foreign bank cards can be used to deposit funds.

LPGenerator

LPGenerator is a landing page designer that allows you to optimize page loading in just a few clicks and make working with it more comfortable and convenient for the audience. You must understand that the interaction of a potential buyer with your business begins directly with the transition to the site. If it turns out that your page loads too slowly, that after opening it, not all the content will be displayed correctly, you will simply lose the money invested in advertising, since you will not get conversions. This can only be avoided if the site meets the following requirements:

• Quick transition. It is optimal that no more than 2-3 seconds pass from the moment a potential client clicks on a link in an advertisement until the page is fully loaded. Otherwise, the likelihood of closing the tab and switching to competitors for goods or services increases significantly.
• Instant loading of all materials presented on the site. In practice, there are often cases when a landing page is displayed to an audience with partial content. Thus, the text may load, but the pictures - no. Product cards can jump, display information selectively. All this can cause distrust in the audience and a desire to go to another site.
• Quality content. Here we are talking about a poorly written description, fuzzy or pixelated images, photos, videos of insufficient resolution. All this spoils the overall impression of the site and the business as a whole, has a negative impact on the desire to perform target actions.

Optimization of graphics will help to ensure this and minimize the most common problems. Alternatively, you can use specialized services to manually process each individual file and improve its quality. But there is a simpler, faster and more effective solution - using the LPGenerator landing page designer. It can automatically optimize even fairly large files. Inside this editor, there is the ability to configure image compression, as well as the so-called lazy load option - lazy load. With simple transformations, you can ensure the fastest possible loading of the main content on the first screens, while the rest of the information will be pulled up in the background.

We will not say that LPGenerator is a universal solution for different purposes and tasks. So, if we compare this tool with the more famous Tilda constructor, then the functionality will be somewhat limited. For example, with the help of LPGenerator you will not be able to automatically configure the adaptive layout and you will have to do this work manually. But, perhaps, on the contrary, this is an advantage. Although such work will require more time, the result will be higher. You can significantly simplify the mobile version of the site and speed up its loading if you remove unnecessary screens, hide the slider or other resource-intensive technical elements, replace complex animation with a simpler one. But in LPGenerator, unlike the same Tilda, you will not have to use third-party services for pre-processing files - here you can do the work directly within the service.

This tool is paid to use, there is no trial period. But you will be able to choose 1 of 5 tariff plans depending on the desired functionality. The cost will be in the range from 671 rubles to 17,999 rubles per month of use. You can already initially subscribe for 1 month, 3 months, six months, a year. In practice, LPGenerator is actively used by designers and other specialists whose professional activities involve the creation of one-page sites.

Bot factor

Bot factor is a special service designed to provide protection against “click fraud”. Unfortunately, a fairly large number of marketers are faced with this problem today. We are talking about the fact that launched advertisements give high CTR rates, a huge number of clicks, but the business does not receive sales or applications from them. The appearance of such a situation in practice in many cases may indicate that your business has encountered fraud — actions of competitors' bots or so-called click farm sites. Their main goal is to waste your advertising budget.

Most of the time, fraud is fought manually by systematically identifying these actions and cleaning them up. But in practice, the efficiency leaves much to be desired. In addition, the captcha you set may not always work, since modern bots already know how to bypass such restrictions. And here additional solutions come to the rescue:

1. Additional installation of a filter by fiscal data. Thanks to this, the selection of a specific group of people will be carried out on the basis of financial data, namely the frequency and amount of purchases made, preferred categories of goods or services, and a number of other similar indicators. Initially, this technique was aimed at targeting advertising campaigns, launching marketing campaigns directly to the relevant audience, which increases the effectiveness of such events. But in parallel with this, you can also use these filters to filter out bots — category of "users" who had no purchases or favorite products at all. The method is really effective, but it is quite complicated to set up. In addition, a good effect can be achieved here far from all niches.
2. Changing advertising accounts in Yandex.Direct at certain intervals, as well as launching new campaigns. Practice shows that in this case you will be freed from spam traffic for at least 2-3 weeks, or even longer. But here you should be prepared for the fact that the volume of upcoming work will increase significantly. It turns out that you will have to work on a new advertising campaign literally immediately after the launch of the previous one. And this will be a continuous process that requires constant effort and time.
3. Using specialized services to identify spam traffic and instantly block it. Compared to the previous two options, here you get excellent results with minimal effort. It is in this category that the Botfactor tool is presented. It is designed to combat click fraud and behavioral factor manipulation. Its operation is based on artificial intelligence. By using machine learning, the service manages to obtain detailed information about all user visits, analyze them and identify those actions that are not typical for a real person, but for a bot, automatically blocking the corresponding traffic. Subsequently, all those bots that Botfactor has previously identified both on your sites and on the sites of other business representatives will not see the launched ads.

If you compare all these 3 options, it becomes clear which solution turns out to be the most convenient and effective in practice. This category also includes other tools, but Botfactor is still literally head and shoulders above its analogues. The main advantage here is that it can not only filter traffic within the site, but also track the entire chain of interaction between a user or a bot and an ad, from its display to the transition. But here you should be prepared for the fact that if spam traffic is erroneously classified, that is, when the tool perceives the bot's work as a real person, it will not block it, and unnoticed bots will continue to inflate metrics, take your advertising budget and not give results.

Botfactor is paid to use. You can choose a tariff within which payment will be charged for each check or choose a monthly subscription for yourself, unlimited use. The maximum plan will cost 3,500 rubles. and assumes the ability to connect 8 services to ensure comprehensive protection when working with such advertising systems as Yandex Direct, VK Advertising, Google Ads, Media Target and Antibot, My Competitors, Smart Captcha, Hard Target tools. In practice, its use will be useful for marketers, digital specialists, specialized advertising agencies, as well as directly for businesses launching advertising through specialized platforms.

PrimeGate

PrimeGate is a tool with which you can quite simply and easily set up end-to-end analytics. This is what will allow you to monitor advertising as efficiently as possible. This will be especially relevant for business representatives who receive a large number of applications every day. Tracking them all manually will be very difficult and ineffective. That is, when working with dozens or even hundreds of requests, control is practically lost. Let's assume a situation where one of a thousand of your clients leaves a request. All you will see without end-to-end analytics is only their phone number. But who is this person? Through what channel did they come to you? Were there any preliminary requests to managers? Is this a new client or someone who has already placed orders with you?

That is, without end-to-end analytics, your managers will not have enough information to analyze the current situation. But if you do connect it, you will be able to automatically access all the buyer's data, including the ad number, the site from which the transition was made, and the request itself. As a result, you will be able to evaluate the effectiveness of each channel.

Using PrimeGate, you can automate many tasks and work related to marketing and sales in general. It allows you to track the buyer's path literally from the first interaction with your brand and up to the purchase. Here, a special counter will be installed on the site that records absolutely all requests, be it calls, messages in the chat, messenger, in the feedback form, as well as quizzes, pop-ups. As a result, all the information will be collected in one database, which is pre-integrated into your CRM system. Thanks to this, the customer service process is also significantly improved, the level of satisfaction increases.

Compared to other end-to-end analytics tools, PrimeGate has more advanced functionality. In particular, it already provides support for 32 ready-made integrations with leading platforms, including VK, Magento, Jivosite, InSales, at the basic level. If necessary, you can also connect third-party services via API. The setup process itself will be as simple and understandable as possible even for people who have not yet encountered such problems. But you will still have to delve into the details of the work a little. This will help to correctly implement the service into work and not to correctly perform the upcoming settings.

PrimeGate is paid to use. The price here directly depends on the number of sessions on all your sites that you will launch per day. But on average, a subscription will cost from 4620 rubles and up to 32940 rubles per month of use. We recommend that everyone who in practice is faced with the need to use end-to-end analytics, that is, business representatives, marketers, managers and others, pay attention to this tool.

Recommender

Recommender is a tool designed to analyze advertising campaigns using modern artificial intelligence capabilities. Thanks to its use, marketers will be able to analyze the strategy of their closest competitors, assess the level of investment in advertising, and also use the information received to improve their own advertising. As a result, with the same budget, you can get more leads and conversion actions.

In its work, the Recommender carries out a large-scale collection of information about advertising campaigns of other brands operating in the same niche as your business using the Yandex API. As a result, a detailed report is generated containing information about the 50 most important metrics. Moreover, it allows you to identify 15 types of errors within a specific advertising campaign and provide additional information on them, including the cause, and give recommendations for elimination. Alternatively, with its help you can find out at what stages of interaction with the brand customers leave without performing the target action, which audience segments you were unable to cover with your ads at all, etc.

It is noteworthy that the Recommender service collects data and formulates recommendations under the comprehensive control of real Yandex managers, as well as analysts from the Vitamin.tools center. That is, here we cannot say that the work is carried out completely automatically and may contain corresponding errors. Thanks to the combined approach, the collection of information and its structuring are significantly simplified and accelerated, but the main decisions related to the implementation of certain solutions to eliminate errors and improve efficiency are still taken by a real person who is deeply immersed in this issue.

This tool is completely free to use and is suitable for analyzing any advertising campaigns with a budget exceeding 100,000 rubles per month. With smaller volumes, its efficiency is significantly lower, which is due to the lack of input data. The Recommender's work looks something like this: information is pulled from the Yandex search engine via API, and then run through neural network algorithms. Practice shows that businesses that have already used this service in practice were able to increase the efficiency of launched advertising campaigns by almost 30%.

If you are working on promoting your own business in the Yandex search engine, if you want to ensure the highest possible results from launching ads, optimize your budget, then do not pass by the Recommender. It will significantly simplify and speed up the execution of the upcoming work.

Calltouch

Calltouch is a unique platform for tracking calls, which can significantly increase the efficiency of the sales department. A marketer and a successfully launched advertising campaign can attract the target audience to the site, but still, if something goes wrong at the sales stage, the business will not receive income, and the potential client will simply go to competitors. Let's say you have a landing page from which the main applications come, your marketer analyzes the report and understands that 100 people came to it from the advertising he launched, but not a single one of them made a purchase. What is the problem? Perhaps the quality of such applications was really low. But there is still a possibility that the direct managers from your sales department were unable to bring the client to the final stage of the sales funnel. Call tracking will help you understand what went wrong.

At this stage, significant help can be obtained by using the multifunctional Calltouch service. It will combine all information about calls, received applications and direct sales that come from advertising campaigns. That is, this tool will track absolutely every user who comes to your site through an ad in Yandex Direct and performs a certain target action. Calltouch in this case will track each stage of this chain, analyze the duration of calls and their content. In the final report, you will see all the necessary information, which will allow you to identify the problem and find a way to solve it. In addition, you will see which requests in practice turned out to be the most effective, which sites and ads work best. Using this information in practice, you can reduce the rates of missed calls.

Unlike other services, Calltouch is built on multichannel analytics, displaying absolutely the entire buyer's path. You can also easily integrate this service with most modern advertising platforms and those CRM systems that are being implemented in business. Users also highly appreciate the high flexibility of reports and the presence of custom metrics in them. You can easily visualize them in the format that suits you best.

Calltouch is a truly functional and advanced tool, but it is paid to use. Thus, the minimum tariff plan "Analytics" will cost you 5400 rubles per month of use. More advanced versions, "Standard", "Premium", "Enterprise" will be even more expensive. As a result, small companies most likely will not be able to afford its use. But if you think that you need such functionality, you can pay attention to an alternative solution - UIS. Here, a monthly subscription will cost you less than 1000 rubles. At the same time, you will receive basic functionality, including a virtual PBX, automatic recording of all conversations and call processing. However, in terms of analytical capabilities, this service will be significantly inferior to Calltouch. In particular, you will not be able to set up a deep connection between call data and directly launched advertising campaigns. It will also be impossible to analyze from which ads and channels you receive the maximum number of applications, which in practice provide higher conversion rates.

This tool will become a reliable assistant for any modern marketer in the context of working with a business that attracts target actions through calls. I would like to draw special attention here to such an option as "Smart Application". It is aimed at capturing an audience that is at the stage of thinking. In this case, the algorithm will analyze user behavior data, including the time elapsed from the transition from the advertisement to the application, which will help to promptly offer to fill out the form.

Additional recommendations for increasing the effectiveness of advertising campaigns

If you want to ensure maximum effectiveness of launched advertising campaigns, then during their development and subsequent management it is necessary to use a large number of different tools. In particular, all the solutions that we described above can be combined with each other, simplifying the upcoming work, eliminating the identified errors. In particular:

1. If your site has heavy content, such as videos and pictures, then optimize it using LPGenerator. This landing page designer is able to automatically reduce the volume of bulky files while maintaining their high quality.
2. Notice that your advertising campaign is overspending the budget, but does not provide direct sales, use Botfactor. Thanks to this, you will be able to block unwanted traffic coming from bots. This tool works on the basis of machine learning, constantly improving in identifying the actions of robots.
3. It turned out that the main problem in your advertising strategy is the lack of personalization of content on the page for different segments of the target audience? Then you should use Hypersegmentation and ensure automatic substitution of advertising text, links, images, videos depending on the requests and interests of a particular user.
4. If your advertising campaign has stalled, if you cannot find ways to improve it, connect the Recommender. With its help, you can analyze the work of your closest competitors and get a set of recommendations aimed at increasing the effectiveness of ads. The advantage of this tool is that it can individually analyze information and provide effective optimization tips based directly on the Yandex search engine API.
5. Does your business involve active interaction with the audience through calls? Do you want to ensure their tracking and identify the relationship with launched advertising campaigns? Then use Calltouch. This is a fairly functional tool that will provide detailed information about each call, including the traffic source and geolocation.
6. Are you set up to consistently and effectively promote your own business? Without an end-to-end analytics system, it will be difficult to implement this. Connect PrimeGate to automate the process of collecting and combining data from different sources, their transfer to the CRM system. The tool supports a huge number of integrations, making the settings as flexible and effective as possible.

In practice, these tools can be safely combined with each other, solving many problems facing marketers and businesses in general.

Summing up

If you work in the field of online advertising, then you have probably already been able to see how creative, complex and continuous this process is, requiring utmost attention, as well as a huge number of additional tools and services. This is the only way to develop the most effective and working strategies, keep them under complete control, make changes in a timely manner, getting maximum efficiency at the output and optimizing the advertising budget.

Along with the tools that we talked about in today's review, mobile proxies, in particular from the MobileProxy.Space service, will also be useful in the work of a marketer. Here we are talking about an intermediary server that will replace the real IP -ddress and geolocation of the user device with its own technical parameters, which will ultimately ensure a high level of confidentiality, protection from any unauthorized access, effective bypass of regional access blocking and many other restrictions from the system and individual sites. With their help, you can automate many routine, monotonous jobs, easily use services prohibited in your country and elsewhere.

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